18-referral-program
This Claude Code skill designs referral program mechanics optimized for Vietnamese markets, including one-way, two-way, and multi-tier affiliate structures. Use it when users need to create word-of-mouth incentive campaigns, set reward levels, establish tracking systems, and prevent fraud for businesses seeking to reduce customer acquisition costs or increase customer lifetime value.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/18-referral-program && cp -r /tmp/18-referral-program/skills/vi/18-referral-program ~/.claude/skills/18-referral-programSKILL.md
# Referral Program ## Thu thap thong tin ### Buoc 0: Kiem tra context Doc `.agents/product-marketing-context.md` neu co. ### Buoc 1: Hoi user 1. **Loai san pham?** (One-time purchase / Subscription / Service / Khoa hoc) 2. **AOV trung binh? LTV?** 3. **Da co khach cu bao nhieu?** (Referral can co base khach thich san pham) 4. **Muc tieu?** (So khach moi / Giam CAC / Tang LTV khach cu) --- ## Referral hoat dong tot khi nao? **Tot:** - NPS >= 40 (khach thich san pham) - Khach co ly do tu nhien de chia se (ket qua visible, social currency) - San pham co use case "giong nhau cua ban be" - AOV du cao de hoa duoc thuong **Khong tot:** - Khach chua hai long (NPS < 20) - San pham nhay cam (tai chinh, suc khoe rieng tu) - AOV qua thap (thuong khong boi duoc cong gioi thieu) --- ## 3 Mo hinh referral ### 1. One-way (1 chieu) **Nguoi gioi thieu nhan thuong. Nguoi duoc gioi thieu khong.** **Khi dung:** - San pham da duoc yeu thich — nguoi duoc gioi thieu se mua du khong co uu dai - AOV cao → thuong phai xung dang **Vi du VN:** - Shopee: Gioi thieu ban ma → ban ma mua → minh duoc 50K xu - Grab: Refer ma → ban dung → minh duoc 100K ### 2. Two-way (2 chieu) — PHO BIEN NHAT **Ca nguoi gioi thieu va nguoi duoc gioi thieu cung nhan thuong.** **Khi dung:** 80% case nen dung cai nay — tam ly khach thich "ca hai cung loi". **Vi du VN:** - Tiki: Gioi thieu → ban moi giam 50K, minh cung duoc 50K - VP Bank: Moi ban mo the → ca hai duoc 200K - Spa: Gioi thieu khach moi → minh free facial, ban moi giam 30% **Cau truc uu dai:** ``` Nguoi gioi thieu: Discount lan sau / credit / qua tang / free service Nguoi duoc gioi thieu: Discount lan dau / bonus / free trial ``` ### 3. Multi-tier (Affiliate) **Nguoi gioi thieu nhan % hoa hong theo doanh so.** **Khi dung:** - SaaS / khoa hoc / san pham gia cao - Co he thong tracking (link affiliate, coupon code) - Muon thu hut influencer / partner **Cau truc VN pho bien:** - Tier 1: 10-20% doanh so don dau - Tier 2: 5-10% cac don tiep theo trong 90 ngay - Cap tren cao nhat: 30% cho super affiliate --- ## Mechanics chi tiet ### Thuong gia bao nhieu? **Cong thuc:** ``` Thuong = 15-25% LTV khach moi ``` **Vi du:** - LTV khach spa = 3,000,000 → Thuong cao nhat: 750K (25%) - Chia: 375K cho nguoi gioi thieu + 375K cho nguoi moi - Hoac: 500K credit gioi thieu + 20% discount lan dau cho nguoi moi **Kho phai tinh ca:** - Chi phi thuong (out of pocket hoac discount?) - Thue chuyen tien (neu la cash) - Admin fee (theo doi, thanh toan) ### Format thuong | Format | Pros | Cons | Phu hop | |--------|------|------|--------| | Cash | Dong luc cao | Cao chi phi | B2B, affiliate | | Credit (tai khoan) | Giu khach lai | Khach it quan tam neu khong mua lai | Subscription | | Discount | Chi tra khi mua | Khach co the khong quay | E-commerce | | Free product/service | Tang LTV | Gioi han gia tri | Service, spa | | Qua tang vat ly | Noi bat, chia se | Phuc tap logistics | Beauty, F&B | | Point / Rewards | Tao habit | Can he thong phuc tap | Retailer lon | --- ## Referral flow 7 buoc ``` 1. Khach co trai nghiem tot └─► NPS >= 7 → hoi "co muon gioi thieu?" 2. Cung cap link/code de gioi thieu └─► Link rieng moi khach (tracking) hoac code dep (de nho) 3. Khach chia se den ban be └─► Qua Zalo, Messenger, SMS, email, copy link 4. Ban be click link / nhap code └─► Landing page don gian, rõ uu dai 5. Ban be mua (redeem) └─► Tracking dung — pixel / tagged order 6. Thuong cho ca 2 ben └─► Thong bao tu dong qua email/SMS/Zalo 7. Nhac nguoi gioi thieu tiep tuc └─► "Ban da gioi thieu 1 nguoi — con 2 nguoi nua se len VIP" ``` --- ## Toi uu cho VN ### Kenh share chu yeu 1. **Zalo** (pho bien nhat) — copy link gui truc tiep 2. **Messenger / Facebook** — share link / post 3. **SMS** — cho khach tre tuoi trung nien 4. **Email** — chi cho dan van phong 5. **Offline** — ma code in tren card, bao bi ### Dac diem khach VN can chu y - **Tin nhan than quen > post cong khai.** Khach VN ngai share cong khai tren wall — uu tien gui rieng Zalo. - **Ma code de nho > link dai.** "FRIEND50" > link rewardsful dai 20 ky tu. - **Thuong ngay lap tuc.** Cho qua lau se quen. Credit/cash nhan trong 24h. - **Hoa hong % thich hon cash cu the** voi affiliate. - **Ca nhan hoa.** "Ma code cua [Ten khach]" > "Ma code chung". --- ## Chong gian lan | Rui ro | Cach chong | |--------|-----------| | Tu mua qua tai khoan phu | Check trung SDT / dia chi / thiet bi / card | | Share cong khai (Groupon, deal site) | Gioi han 3-5 lan/ma, dat limit AOV toi thieu | | Bot / Script spam | Rate limit, captcha, review thu cong don lon | | Khach huy sau khi nhan thuong | Giu thuong 30 ngay moi release (sau return window) | --- ## Campaign launch plan (30 ngay) ### Tuan 1: Setup - [ ] Chon mo hinh (one-way / two-way / affiliate) - [ ] Tinh toan thuong (check LTV, margin) - [ ] Chon format thuong (cash / credit / discount / qua) - [ ] Xay landing page + dashboard nguoi tham gia - [ ] Tich hop tracking (ma code / link UTM) - [ ] Thiet lap email/Zalo/SMS automation ### Tuan 2: Seed - [ ] Gui moi 50-100 khach cu (NPS cao) dau tien - [ ] Ghi nhan phan hoi, fix bug - [ ] Cai dat notification cho ca 2 ben ### Tuan 3: Launch cong khai - [ ] Email toan bo khach cu - [ ] Post tren FB Page, TikTok, Zalo OA - [ ] Them CTA referral vao: - Thank you page sau mua - Email sau khi hoan thanh dich vu - App/dashboard khach hang - In offline (card thank you) ### Tuan 4: Toi uu - [ ] Review: Ai share nhieu? Ai convert cao? - [ ] Bonus cho top referrer (top 10) - [ ] Adjust thuong neu can (a/b test 2 muc) --- ## KPIs | Chi so | Benchmark | Tot | |--------|----------|-----| | Share rate | 10% khach cu share | 20%+ | | Conversion rate | 15% ban be click → mua | 25%+ | | Referred customer LTV | Tuong duong hoac cao hon khach non-refer | 1.2x+ | | CAC via referral | 30-50% CAC paid ads | <30% | | Viral coefficient (K) | 0.3-0.5 | 1.0+ (viral true) | **K-factor = Share rate × Conversion rate × So nguoi m
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